Digital strategy Insurance E-Broking Scotland

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Slidedeck from my presentation at the e-Broking Insurance exhibition in Scotland on the 21st November on the 4 pillars for Digital strategy and what they need to do win online. Includes info on Google Hummingbird, SEO, Socials Media, Content Marketing, CRO, Experience

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  • Interflora example90 day penanlty
  • Magic momentsHope street hotel – bar storyWhat happened afterwards?!Give you customers a ‘digital hug’
  • Ask themListen in the channels – linked groups? Forums – question are like a gift of a brief
  • Personal recommendationsAmazon – 8 reviews are more, 60% improvement in conversions
  • Sir Richard…. Would you mind
  • DSC – Mike DubinMarch 2012Up against the might of Gillette and BicHelping him aquitre funding with a funding  10 million views on YouTube – which 2nd search engine260,000 people on G+100,000 likes on FB30000 on twitter Imagine how many communites the can now tap into, research, reach, amplifications, new business, R&D,  Point is a low cost video can have a huge effect if you think differently – it doesn’t have to by Speilberg production – need thoughts and some care
  • DSC – Mike DubinMarch 2012Up against the might of Gillette and BicHelping him aquitre funding with a funding  10 million views on YouTube – which 2nd search engine260,000 people on G+100,000 likes on FB30000 on twitter Imagine how many communites the can now tap into, research, reach, amplifications, new business, R&D,  Point is a low cost video can have a huge effect if you think differently – it doesn’t have to by Speilberg production – need thoughts and some care
  • Nationwide LinkedIn Story
  • Digital strategy Insurance E-Broking Scotland

    1. 1. FUTURE PROOFING YOUR DIGITAL STRATEGY #ebscotland Glasgow 21st November 2013 @googledave @phcreative #ebscotland
    2. 2. http://www.ph-creative.com/blog/posts/2013/june/know-your-seo-from-your-elbow-using-the-best-tools-for-the-job.aspx @googledave @phcreative #brokerexpo
    3. 3. http://moz.com/blog
    4. 4. @googledave @phcreative #ebscotland
    5. 5. @googledave @phcreative #ebscotland
    6. 6. @googledave @phcreative #ebscotland
    7. 7. @googledave @phcreative #ebscotland
    8. 8. @googledave @phcreative #ebscotland
    9. 9. @googledave @phcreative #ebscotland
    10. 10. @googledave @phcreative #ebscotland
    11. 11. @googledave @phcreative #ebscotland
    12. 12. @googledave @phcreative #ebscotland
    13. 13. @googledave @phcreative #ebscotland
    14. 14. @googledave @phcreative #ebscotland
    15. 15. @googledave @phcreative #ebscotland
    16. 16. @googledave @phcreative #ebscotland
    17. 17. BUT. IT TAKES. EFFORT. @googledave @phcreative #ebscotland
    18. 18. @googledave @phcreative #ebscotland
    19. 19. OLD SCHOOL SEO Over optimisation Unnatural content Unnatural links Keyword stuffing Poor user experience Leads to the darkside! @googledave @phcreative #ebscotland
    20. 20. GOOGLE HAVE A ‘JEDI’COUNCIL @googledave @phcreative #ebscotland
    21. 21. PANDA AND PENGUINS MAKE THIS HAPPEN @googledave @phcreative #ebscotland
    22. 22. @googledave @phcreative #ebscotland
    23. 23. OVER 200 FACTORS INFLUENCE SEARCH Keywords (targeting and acquisition) • Improved sematic and contextual understanding – meaning, not just words • Don’t spam, keyword stuff • Keywords, long tail, context, location, device, experience • Schema.org markup – use it • Get ready for voice search – that’s what Google is doing! Relevancy (on page SEO – behaviour and conversion) • Focus on your users, give them what they want, where when • Freshness of content – how often do you change yours? • Must be unique and valuable to your user persona’s • Content strategy, evolves, purposeful, hot topics, contagious, Identify intent, needs, problems and become the authority in your business area @googledave @phcreative #ebscotland
    24. 24. OVER 200 FACTORS INFLUENCE SEARCH Recommendation (off page SEO / Google Penguin) • Commit to outreach and engage with communities • Create content your audience will care about • Will people vote for you with inbound links? • Social mentions is ‘word of mouth’ marketing and builds links • Use Google+ and gain ‘authorship’ and your ‘identity’ • Manage you link profile, assess risks and take action • Content can’t sit in isolation, needs to be shared and engage influencers – are you focused on them? Do you know who the are!? Experience (Google Panda – behaviour and conversion) • Be fit for mobile devices – Google prefer mobile responsive • What do users ‘think’ of your pages? Find out. • Reduce clutter and friction • Don’t keep people waiting – improve load times • Do all you can to engage and ‘romance the share’ @googledave @phcreative #ebscotland
    25. 25. @googledave @phcreative #ebscotland
    26. 26. @googledave @phcreative #ebscotland
    27. 27. @googledave @phcreative #ebscotland
    28. 28. CONVERGANCE OF DIGITAL MARKETING @googledave @phcreative #ebscotland
    29. 29. But what does it really mean…? @googledave @phcreative #ebscotland
    30. 30. Optimise for humans @googledave @phcreative #ebscotland
    31. 31. Humans aren’t robots @googledave @phcreative #ebscotland
    32. 32. THROUGH SCIENCE AND ART @googledave @phcreative #ebscotland
    33. 33. @googledave @phcreative #ebscotland http://www.ted.com/talks/simon_sinek_how_great_leade rs_inspire_action.html
    34. 34. @googledave @phcreative #ebscotland
    35. 35. OUTSIDE IN SELLING @googledave @phcreative #ebscotland
    36. 36. OUTSIDE IN SELLING @googledave @phcreative #ebscotland
    37. 37. INSIDE OUT SELLING @googledave @phcreative #ebscotland
    38. 38. INSIDE OUT SELLING @googledave @phcreative #ebscotland
    39. 39. @googledave @phcreative #ebscotland
    40. 40. @googledave @phcreative #ebscotland
    41. 41. @googledave @phcreative #ebscotland
    42. 42. PERSONA MAPPING @googledave @phcreative #ebscotland
    43. 43. Workshop s @googledave @phcreative #ebscotland
    44. 44. EMPATHY MAPPING @googledave @phcreative #ebscotland http://www.businessdesigntools.com/2011/12/empathy-mapping/
    45. 45. @googledave @phcreative #ebscotland
    46. 46. CONTENT PILLARS @googledave @phcreative #ebscotland
    47. 47. @googledave @phcreative #ebscotland
    48. 48. @googledave @phcreative #HDevents
    49. 49. @googledave @phcreative #ebscotland
    50. 50. @googledave @phcreative #ebscotland
    51. 51. @googledave @phcreative #ebscotland
    52. 52. @googledave @phcreative #ebscotland
    53. 53. @googledave @phcreative #ebscotland
    54. 54. @googledave @phcreative #ebscotland
    55. 55. @googledave @phcreative #ebscotland
    56. 56. @googledave @phcreative #ebscotland
    57. 57. @googledave @phcreative #ebscotland
    58. 58. Don’t ignore Second largest search engine Third largest social channel @googledave @phcreative #ebscotland
    59. 59. 40% YouTube views in the UK are on a mobile Phone 20% YouTube views in the UK are on a TV screen bigger the 32” 41% higher click-through rate than plain test results in search Pages with videos 57% average improvement Conversions Pages with video are 53% more likely to appear on page1 of Google @googledave @phcreative #ebscotland
    60. 60. IF CARLSBERG DID SOCIAL NETWORKING @googledave @phcreative #ebscotland
    61. 61. WHO WOULD YOU WANT BEHIND THE DOOR? • Your target audience • Where are they, ‘which pub’? • Strategic partners • Your customers • Influencer networks • Who influences them? • Who else and why? • Who would you, buy a beer? @googledave @phcreative #ebscotland
    62. 62. PROBABLY THE BEST SOCIAL NETWORKING ADVICE! • A good conversationalist, listens most of the time, that’s how, when you talk, you know what to say • # Who are you listening to? • Be interested in others, not yourself! • Don’t broadcast sales messages • Make friends, build trust and help others • 80 / 20 rule • Remember… ‘Givers Gain’ @googledave @phcreative #ebscotland
    63. 63. @googledave @phcreative #ebscotland
    64. 64. @googledave @phcreative #ebscotland
    65. 65. @googledave @phcreative #ebscotland
    66. 66. @googledave @phcreative #ebscotland
    67. 67. @googledave @phcreative #ebscotland
    68. 68. SOCIAL MEDIA STRATEGY @googledave @phcreative #ebscotland
    69. 69. SOCIAL MEDIA STRATEGY @googledave @phcreative #ebscotland
    70. 70. @googledave @phcreative #ebscotland
    71. 71. @googledave @phcreative #ebscotland
    72. 72. @googledave @phcreative #ebscotland
    73. 73. Once you know what they look like Do your homework and find your influencers and their communities Follow me @googledave to receive this free guide @googledave @phcreative #ebscotland
    74. 74. GOOGLE + SOCIAL AND IDENTITY ENGINE @googledave @phcreative #ebscotland
    75. 75. GOOGLE + HANGOUTS http://www.ph-creative.com/blog/posts/2013/june/know-your-seo-from-your-elbow-using-the-best-tools-for-the-job.aspx @googledave @phcreative #ebscotland
    76. 76. @googledave @phcreative #ebscotland
    77. 77. @googledave @phcreative #ebscotland http://www.searchenginejournal.com/eye-tracking-study-importance-using-googleauthorship-searchresults/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short
    78. 78. @googledave @phcreative #ebscotland http://www.searchenginejournal.com/eye-tracking-study-importance-using-googleauthorship-searchresults/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short
    79. 79. @googledave @phcreative #ebscotland http://www.searchenginejournal.com/eye-tracking-study-importance-using-googleauthorship-searchresults/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short
    80. 80. @googledave @phcreative #ebscotland http://www.searchenginejournal.com/eye-tracking-study-importance-using-googleauthorship-searchresults/71207/?utm_source=twitter&utm_medium=social&utm_campaign=short
    81. 81. @googledave @phcreative #ebscotland
    82. 82. @googledave @phcreative #ebscotland
    83. 83. @googledave @phcreative #ebscotland
    84. 84. @googledave @phcreative #ebscotland
    85. 85. @googledave @phcreative #ebscotland
    86. 86. @googledave @phcreative #ebscotland
    87. 87. @googledave @phcreative #ebscotland
    88. 88. INBOUND MARKETING AND MULTI DEVICE EXPERIENCE @googledave @phcreative #ebscotland
    89. 89. @googledave @phcreative #ebscotland
    90. 90. @googledave @phcreative #ebscotland
    91. 91. @googledave @phcreative #ebscotland
    92. 92. @googledave @phcreative #ebscotland
    93. 93. @googledave @phcreative #ebscotland
    94. 94. @googledave @phcreative #ebscotland
    95. 95. @googledave @phcreative #ebscotland
    96. 96. Pages Content Landing pages Copy / Message Traffic Device Organic Desktop Data Capture Call to action PPC Tablet Live chat Promotion Social media Smartphone Sales funnels Colours Affiliate SMART TV Shopping cart Social proof Geography Google Glass Template style Video W'end v W'day Voice search Squeeze pages Images New & repeat Interactive/Flash Long v's short Demographics Dynamic Buttons Behavioural @googledave @phcreative #ebscotland
    97. 97. SCIENCE FICTION SCIENCE FACT @googledave @phcreative #ebscotland
    98. 98. Siri Voice activated computer Knight Rider @googledave @phcreative #ebscotland
    99. 99. Terminator Google glass Real-Time Visuals @googledave @phcreative #ebscotland
    100. 100. Thought Control Devices X-Men @googledave @phcreative #ebscotland Interaxon Muse
    101. 101. PEOPLE CAN FORGET @googledave @phcreative #ebscotland
    102. 102. PEOPLE CAN FORGET WHAT YOU SAID OR DID… @googledave @phcreative #ebscotland
    103. 103. @googledave @phcreative #ebscotland
    104. 104. @googledave @phcreative #ebscotland
    105. 105. DIGITAL MARKETING ECO-SYSTEM @googledave @phcreative #ebscotland
    106. 106. @googledave @phcreative #ebscotland
    107. 107. Thanks for listening and keep in touch @GoogleDave email: googledave@ph-creative.com tel: 01512275549 @googledave @phcreative #ebscotland

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